Case Study: Accor Hotels
Getting Positive results from an Online Survey, Dina Toori, Accor Hotels.
As a company who provide pioneering conference facilities and always striving to improve, we wanted to undertake some online research to get an idea of how our clients perceive us, our standards and our new style and facilities. We looked for a company who would work with us to create an on-line survey and came across Intellegentia.
Intellegentia met with us to discuss our requirements and helped to construct survey for our Clients and Prospects, providing guidance for question structure and flow, designing the survey in such a way that each recipient only had to answer questions relevant to them. In addition to the survey, Intellegentia created a HTML email with a link to the survey. “As soon as the email had been sent, we could instantly see how many people had read the email and who had gone on to complete the questionnaire” said Dina Toori, Sales Support Manager, Accor Hotels
Intellegentia suggested various ways of getting as good a response rate as we could – even delaying the start of the project until the hotel industry’s quiet season! They really put us first, and focused on getting us the results that we were looking for.” continued Dina. “We got a very good response rate (8%) and even raised money for charity in the process, donating money for every survey completed! Intellegentia also distributed a reminder email to those who had not completed the survey, ensuring that those who had would not be asked again.”
“The survey has been extremely beneficial for Accor. We now know what we need to improve on and also the areas where Accor are seen as ‘Excellent’. It has shown us that 53% of our clients make frequent enquiries to our conference desk, highlighting the importance of the Accor Conference Desk. The survey results showed us what areas are of most importance to our customers, giving us a priority in terms of our focus on continual improvement.
Carrying out this research with Intellegentia has been extremely worthwhile, easy to carry out and cost effective to execute, minimising our time and effort and alleviating the need to collate reports from raw data. Intellegentia provided us with online results and summarised reports, which greatly reduced our administrative efforts – this is an approach we will definitely consider again for our future market research.
“We are delighted by the results and responses and will use the data to evaluate and further improve our conference booking enquiries and conference facilities.”